If you are preparing marketing material for your home based business, have you considered telling your personal story? Of course, I am talking about the stuff fit to print. Stories from your background, stories about how you built your business, stories about struggles along the way, etc.
Personal stories can be used in sales letters, free reports, newsletters, ‘about’ pages and so on. They can add an element of truth (even if you embellish the story a bit) and can resonate strongly with your reader. If your reader has a similar background as you for example, and you’re describing a story from your background, that reader is likely to bond with you. If you’re describing a particular experience you’ve had and the reader has had a similar experience, that reader is likely to say “hey, I can relate to this”.
Not everyone will like your story but there will be those that will bond strongly with your story. Your story can earn some trust from people that don’t even know you. Trust is difficult to earn over the internet and personal stories can be one way to help you earn that valuable advantage.